In response to rising industry concerns around AI, misinformation and manipulation, Cannes Lions and strategy are each introducing sweeping changes to their awards programs’ submission and judging processes.
Starting in 2026, all entries to the International Festival of Creativity will be subject to a newly developed framework of integrity standards, announced by the organizers in a statement on Thursday (June 10).
The announcement comes on the heels of the 2025 Cannes festival, where issues related to AI-generated content and synthetic media prompted the withdrawal of previously awarded work. The new standards, according to the release, aim to ensure that awarded campaigns reflect creativity that is “real, representative, and responsible.”
Going forward, every award entry will require approval from both the entrant company’s leadership and a senior marketer from the client brand, affirming the accuracy and authenticity of submitted materials. Claims made in submissions will also undergo a two-tiered fact-checking process, combining manual review with AI-led analysis. Additionally, jurors will have access to independent experts during judging for technical support on “impact claims, campaign effectiveness, media impact, and data interpretation.”
An “AI Integrity Handbook” will provide guidance on acceptable AI use and disclosure standards, drawing from global ethical frameworks such as the OECD AI Principles, Partnership on AI – Synthetic Media Guidelines, and the UNESCO AI Ethics Recommendation.
Misrepresentation also carries new consequences: Entries may be disqualified at any stage, and companies found to have knowingly submitted false claims may face bans of up to three years. A newly formed “Integrity Council” will oversee such cases in an effort to ensure due process and impartial oversight.
Cannes Lions will also publish an annual “Integrity Audit” outlining systemic concerns and resulting improvements.
“Creativity is only valuable if it’s credible,” said Simon Cook, CEO, Lions. “These timely changes mark the beginning of a new era – not just for Cannes Lions, but for the future of global creative marketing.”
Prior to this morning’s announcement, strategy had been in discussions with Canadian agency leaders, with the goal of implementing similar new standards that would help uphold fairness, transparency and integrity of its own awards programs.
Going forward, starting with the AToMiC Awards, strategy will require case videos and campaign materials to be vetted and signed off by a senior marketer (CMO) and a senior agency executive (CEO, CCO or CSO).
The publication is also implementing stricter guidelines around case videos, which will only be accepted in categories where they are necessary for judging, such as integrated or multiplatform campaigns. Categories focused on a simple medium (e.g., film) will no longer accept case study videos.
Additionally, agencies must now footnote claims and provide a link to any clips, press headlines, stock images used in case videos and boards, as well as clearly state when and where AI tools were used in the development of the case study.
These changes are just the beginning, with rules and standards to continue evolving as the brand works to protect the integrity of the industry’s awards programs.
